Society Tea Repositions Brand; Features 'Women For Society'

Hasmukhrai & Co's 80 year old brand Society Tea has released three ad films that repositions the brand in an attempt to gain greater engagement among younger women and the young housewife. Conceptualised by Flagship Advertising and produced by Magic Hour Films, the films showcase the lives of 'Women For Society', or women who can be role models for the society as a whole.

The women include playwright, director and teacher Purva Naresh, permaculture specialist Simrit Malhi and dancer and engineer Gayathri Govind.

Flagship Advertising says that the idea came about from research done by the client. Due to the increasing number of nuclear families, the young housewife plays the role of the main household authority, and needs to be reminded about Society Tea.

The insight was drawn from observations, stating that the young woman in India has fast progressed from being independent, to influencing change. She is not just someone who is financially independent or standing up against a male-dominated society, but is someone who is influencing society as a whole, with her creativity and passion.

Watch the Purva Naresh ad here and the Simrit Malhi ad here.

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Credits:

Creative Agency: The Flagship Advertising Private Limited

Creative Strategy Head: Sunil Mahadik

Creative Director/Scriptwriter: Adrian Mendonza

Art Director: Archana Chaphekar

Account Director: Amar Kulkarni

Production Head: Dipali Mainkar

Production House: Magic Hour Films

Director: Vittorio Badini Confalonieri

Editor: Sanyukta Kaze

Art Director: Priti Ahluwalia

Music: Rajeev Raja and Merlin D'Souza